Crystal Pier
Rebranding Design
San Diego, 2019-2020

One of my favorite academic projects was undertaken while I was studying Graphic Design at SDUIS in San Diego. The assignment involved redesigning the logo for the iconic Crystal Pier hotel, which has stood over the ocean since 1927.

My objective was to update the hotel's visual identity while retaining its historic charm. To achieve this, I began by analyzing the hotel's previous logo and visual elements. After careful consideration, I decided to keep the main illustration, which best represented the hotel's vibe, and the essence of its unique and calming ambiance.

Then, I developed the new logo and color variations. In addition to the logo, I created a range of pieces, such as business cards, stationery, a van wrap, welcome kit, and ads.

In developing the new color scheme, I was guided by a desire to evoke a sense of trust, calmness, and stability. To achieve this, I selected a palette of colors that complemented the hotel's classic ambiance and conveyed a feeling of timeless elegance. One of the key colors used was a deep navy blue. This color is associated with stability, trust, and confidence. By using this color prominently in the hotel's branding, it conveyed a sense of trustworthiness and professionalism. To offset the navy blue, I chose a warm, orange tone that represents energy, optimism, and happiness. This color brought a sense of warmth and cheerfulness to the branding, making it more inviting to potential guests looking for a memorable and relaxing stay in San Diego.

The result was a cohesive and dynamic branding package that could elevate the Crystal Pier hotel's image and cemente its place as a timeless and beloved San Diego landmark.